VALERIA MASSA

VALERIA MASSA

Photo by Antonio Barrella

VALERIA MASSA

«In Italy, there are still strongly rooted traditions. Our families have given us an example and it is still “normal” to get married and create a family». Valeria is building her startup “Gioia” on these traditions: in the artistic artisan’s world, she is focusing on the creation and production of quality gowns and accessories in the bridal fashion sector. «The figures are interesting, especially in provinces. During the recession, perhaps, we look for good things and family is one of them».

«I was always fascinated by wedding gowns from being a child». A fascination that first of all became her studies and then work, in several studios in Rome, including Paola D’Onofrio and Antonella Rossi. Then «for a short time, I had to lend a hand in the family bakery, but I never really gave up my passion for fashion».

3 years ago, Valeria looked around to take stock of her situation and see any new factors.

The importance and innovation of Gioia lies in the natural and ecological materials she uses. «Our fabrics — hemp, bamboo and nettle, among others – sprout, grow and develop thanks to sustainable cultivation, processing and modelling techniques, without the use of harmful chemicals and without exploiting the environment».

This year, also supported by the regional grant given by the call “Support and development for companies in the cultural and creative activities sector”, Valeria opened her first shop in Anguillara Sabazia.

«We are just starting. I have studied all the details of this business, finding the materials, testing, really risking myself. Now the project phase is over, the fabrics are arriving and I will have my first collection of 10 or 15 dresses ready to present soon: a limited number as, through co-design, I will give my brides the possibility of designing the dress of their dreams together with me».